Boston Case Analysis

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Integrated Marketing Communication
Case Analysis: Boston Fights Drugs(A)

Situation Analysis
 Around 1000 drug trafficking arrests in Boston  Drugs worth $250,000,000 seized  Drugs seized only constituted 5-10% of total drug volume  Crack epidemic expected to spread in Boston

Hence Mayor Flynn asked Harvard Business School students to create a plan for “de market” of the DRUGS

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Drug Programmes
Enforcement
• Strict laws implemented • Number of arrests were doubled • But its not very effective in convincing the people and their demand still keeps increasing

Education
• Drug education part of school curriculum • Promotional efforts by SPECDA and BAD • Citizens encourage to turn-up drug users

Communications Program
• Channel used is Mass Media • Commercials featuring celebrities and local instances • But commercials were not effectively appealing the mass

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Objectives
 To devise a communication program that delivers the most effective messages to target audience; thus curtailing the drug use among youth in Boston area  To do a market research and to evaluate the credibility of research Three step Process

What message to be delivered??? Delivery of Message to Intended Recipient

Identification of Delivery Channel

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Assignment Question
What are your views on the team's model for drug absue? on the research methodology followed?

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Our Perspective about the Model Used
 Pertinent classification of drug users
– Non users, Experimental users, Regular users, Drug dependent individuals

 Provides structure for data collection  Scope to identify the percentage of people in each of the segments  Can be used to highlight the ethnic and socioeconomic distribution of individuals  Screening questionnaire was an effective tool to identify the appropriate mix of respondents to be considered for FGD

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Primary Research Options
 Quantitative Surveys
– Low response rate of 5 – 20 % expected – Advantage – Results not biased by the interviewer – Cost - $10,000 to $15,000

 Focus Group Discussions
– For each group of 8 – 10 costs will be $500 - $1500 – Psychologists to interpret the focus group data – Could act as brainstorming exercise providing insights to researchers

 One-to-One Interviews
– Unstructured and more open ended – Total cost Incurred: $75 - $150 (counselor's fee and stipend) – Interviewers need to trained accordingly

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Contrast among Research Options
Parameters of Assessment Time Cost Type of data obtained Degree of bias Number of respondents covered at a time Number of Phases Questionnaire Surveys Low Low ($15 per person) Quantitative Low Significantly Large Focus Group Discussions High High($112.5 per person) Qualitative Moderate to High 10-12 per session One-to-One Interviews Very High High($112.5 per person) Qualitative High 1

More than 2

One

One

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Viewpoint on FGD
Pros • Face to face interactions with participants • Experience moderator can guide the flow of discussion • It is recorded for future references and analysis by professional psycologists • Provides creative ideas and insights to researchers • The researcher can get information from non-verbal responses, such as facial expressions or body language. Cons • Additional cost of moderator • Peer response can influence individual viewpoint • Time constraint might be an issue and consumes more time than a questionnaire survey • Doesn’t provide quantitative data

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Rationale of Choosing FGD

The target respondents were in the age group of 10-18 years

Questionnaire method is not suitable as the young target audience would find it difficult to interpret the questions

The number of stages were more in...
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